Ichitan Group PCL (SET: ICHI) is making waves in Thailand’s non-tea beverage market with the launch of “Tansansu Black Valentine Cola Bomb,” a Korean-style soda crafted for singles and those experiencing unrequited love this Valentine’s season.
Capitalising on the rise of single lifestyles, now at 50.9% among teenagers and working adults according to the National Statistical Office, Ichitan is tapping into a growing market segment with a bold and innovative product.
The Taste of Heartbreak: Inspired by Korea’s Black Day
In contrast to the usual romantic Valentine’s Day offerings, Tansansu Black Valentine Cola Bomb embraces the bittersweet emotions of singlehood, drawing inspiration from Korea’s Black Day, a cultural phenomenon where singles indulge in black-coloured foods.
With the tagline “The Taste of Heartbreak”, this fizzy non-alcoholic cola bomb (콜라 폭탄) delivers an intensely bold cola experience, making it the perfect companion for those navigating love’s highs and lows.
Adding an extra layer of storytelling, the drink features a dual-label design—one side in Thai and the other in Korean—each unveiling five unique relationship plot twists, giving consumers an interactive experience alongside their beverage.
A Strategic Move to Strengthen Ichitan’s Non-Tea Portfolio
According to Tan Passakornnatee, CEO of Ichitan Group, this launch represents a key milestone in the company’s expansion beyond its traditional tea segment, targeting Gen Z consumers who seek trend-driven, experiential beverages.
Market Strategy & Exclusive Rollout
Ichitan’s multi-channel marketing and distribution strategy is designed to create high-impact brand engagement, including:
- Exclusive partnership with 7-Eleven – ensuring nationwide availability in Thailand’s largest convenience store chain.
- Digital-first campaign on TikTok – leveraging Gen Z’s favourite platform for maximum engagement.
- Limited-edition release – driving urgency and exclusivity among consumers.
- Premium pricing – positioned at THB 20 per 360ml bottle.
Expanding Market Reach Through Entertainment
To further enhance brand visibility, Ichitan has integrated pop culture storytelling into its campaign by featuring popular Thai actors in an exclusive digital series—Black Valentine The Series—with teaser clips gaining traction on TikTok (@tansansu.official).
A Bold Start to 2025
As Ichitan strengthens its non-tea portfolio, Tansansu Black Valentine Cola Bomb is expected to contribute significantly to 2025 sales growth, reinforcing the company’s commitment to product innovation and market differentiation.
Check out the official teaser for Black Valentine The Series on TikTok: Watch Now.
This limited-edition drink is available exclusively at 7-Eleven nationwide, so grab one and celebrate singlehood in style!
